A Ressarch On Communication Strategies Of Shopping Mall

shopping mall is one of the most complete retail industry carders. Strong market demands should result in continuous flourishing sales and continuing increase in value of shopping mall, to achieve a win-win situation between the shopping mall developer, operator, property management companies and consumers. However, in reality, most shopping malls have a high vacancy rate due to various problems, and this situation has become more and more bad. The expectation to make a win-win situation becomes a lose-lose reality.First, this paper analyzed the character of products in shopping malls, and then to probe into the problems on communication of the shopping mall by making use of some relevant communication theories and marketing theories. For instance: lack of strong supporting points and cultural factors in communication contents, and communication activities are short of systematicness, without clear brand communication strategies. In the end, this paper brings up three corresponding communication strategies. The clear and definite subject location, including the necessity, methods of subject location and some problems needs to take care. The brand-oriented multi-brand strategies, covering functional characters and components of brand communication, as well as mutual relations between them. Giving priority to Pro-shops, namely, pro-shops should enter shopping mall in advance, and the necessity of business planning ahead of products planning for shopping malls, on this basis, sum up some brand priority communication strategies supported by pro-shop.The purpose of this paper is, on the one hand, to strengthen and deepen the understanding of communication theories, and to enhance the ability to apply theories to analyze problems; on the other hand, it hopes to help shopping mall get maximum communication effects.